Boux Avenue is the British lingerie retailer founded by Dragon Theo Paphitis.
Paphitis launched Boux Avenue in 2011 as a lingerie and nightwear brand aimed at offering fashion-focused products at accessible prices. The company opened physical stores while also developing an online retail presence, giving it a position in both high-street and digital shopping.
The brand name is sometimes confused with older British lingerie retailers such as Ann Summers or Bravissimo, but those are separate businesses with different founders and histories. Boux Avenue belongs to Paphitis's retail portfolio and is distinct from Ryman, the stationery chain with which he is also strongly associated.
Paphitis's involvement illustrates the range of businesses connected with his career beyond Dragon's Den investments. Boux Avenue was created as his own retail venture, rather than being a product pitched to him on the programme.